Savory Institute Evolves Land to Market into Public Benefit Corporation

Strong global demand from brands working to fight climate change and bring regenerative products to market prompted the move

Boulder, CO (September 1, 2022) — The nonprofit Savory Institute today announced the spin-off of its Land to Market program, the world’s first outcomes-based verified sourcing solution for regenerative agriculture. The move was driven by strong global demand for Land to Market’s services connecting brands to regenerative agriculture as a way to address the climate crisis.

Brands in the Land to Market program are able to go beyond traditional sustainability measures by sourcing products from verified regenerative farms and ranches whose management and good stewardship improve ecosystem function of the land. By properly managing livestock on grasslands, regenerative agriculture can naturally sequester carbon, build soil fertility, improve watersheds, and support biodiversity.

This year, Savory Institute is embracing the word propagation, defined as ‘the action of widely spreading and promoting an idea or theory," said Daniela Ibarra-Howell, CEO and co-founder of Savory Institute. “Land to Market is one of Savory Institute’s awe-inspiring programs that has spread across the globe, gaining momentum amongst land stewards, brands, and consumers to work in harmony to affect climate change. Land to Market has grown beyond our greatest expectations, and we applaud its independence and continued propagation to carry out the legacy of the Savory Institute.”    

Land to Market will be co-led by both Chris Kerston and David Rizzo, former Savory Institute employees who have launched and grown Land to Market from concept to the global market-maker it is today.

We’ve seen this massive mobilization among farmers and ranchers around the world to regenerate their land. We’re connecting that supply to a huge number of brands eager to bring Land to Market-verified regenerative products to market,” said Chris Kerston, co-leader of Land to Market. “Going forward, Land to Market will be positioned to continue our solid growth as we influence the regenerative supply chain across industries from food to fashion and more.”

Land to Market currently has more than 100 members, including iconic brands such as Timberland, Coach, Madewell, Burberry, Applegate, and Pasturebird. Collectively, Land to Market and its brand partners are ushering in a new era of business being used as a force for good—one where consumers can align their purchasing power with their environmental values.

Conscious consumerism is interrupting the way companies do business. Land to Market and its rapid growth is a testament to that,” said Rizzo. “Our journey forward as a for-profit business model will position Land to Market to help more companies move to regenerative sourcing and make a larger impact on the climate emergency.”

Savory Institute will remain an equity partner in Land to Market, which will function as a Public Benefit Corporation. A central component of Land to Market’s long-term strategy is an intent to redistribute financial benefits with participating farmers, ranchers, and Savory Hubs, keeping the movement closely tied to the land and the people who steward it.

About Savory Institute

The Savory Institute is on a mission to regenerate the grasslands of the world and the livelihoods of their inhabitants, through Holistic Management. Since 2009, Savory Institute has been leading the regenerative agriculture movement by equipping farmers, ranchers, and pastoralist communities to regenerate land within culturally relevant and ecologically appropriate contexts. Learn more at

About Land to Market

A leader in the regenerative agriculture movement, Land to Market is the world’s first outcomes-based verified regenerative sourcing solution. The program’s Land to Market Verified seal has attracted some of the world’s leading consumer packaged goods companies, apparel brands and retailers. A program of the Savory Institute, Land to Market uses a science-based approach working directly with raw material producers to enhance transparency and traceability mechanisms across the entire value chain. To see the full list of Land to Market members, visit


Land to Market media contact: Lisa Mabe +1 202-344-9663